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Taco Bell no more: ‘Pavilion’ gets another new name

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Boise State University’s Taco Bell Arena will drop the Taco Bell and go the extra mile. Well, it will become the ExtraMile Arena.

The name change is part of a sponsorship from ExtraMile, LLC – a new joint venture between Jacksons Food Stores and Chevron.

As BoiseDev first reported earlier this year, all of the local Jacksons Chevron stores will soon get a new look and move to the ExtraMile brand. They will join Chevron and franchise-owned locations across the Western United States – more than 800 locations in all.

Jacksons ExtraMile Chevron
Jacksons Food Stores Chevron locations will soon carry an updated brand. Photo: Don Day/BoiseDev

Jacksons picked up a 50% stake in ExtraMile in 2018. The chain’s Shell stores will keep the Jacksons name. Both entities are headquartered in Meridian.

“We believe this is an exciting way to engage the fan base in building the ExtraMile brand here in Idaho and a great partnership to support the university and its athletic programs,” said Cory Jackson, president of Jacksons Food Stores and a board member of the joint venture.

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Paddles Up Poke

Boise State opened the Pavilion on its campus in 1982. It holds as many as 13,000 guests in concert configurations and is home to several Boise State athletics programs. It changed names to Taco Bell Arena in 2004.

The new deal with ExtraMile will bring in $8.4 million over 15 years. That’s more than double the $4 million contract signed by the local Taco Bell Franchisee in 2004.

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Don Day
Don is the founder and editor of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow.

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